Australian media company QMS has launched a new attention measurement study demonstrating that digital out-of-home advertising requires roughly one active second to generate measurable brand equity and sales response, compared to a 2.5-second threshold typically required by traditional digital channels, according to findings released by the company.
QMS and Amplified Expand Attention Research Scope
Building on initial 2024 findings, QMS partnered again with attention measurement firm Amplified to evaluate human attention across digital out-of-home assets. According to the companies, the expanded study captured both vehicular and pedestrian traffic on Digital Large Format billboards and City of Sydney Street Furniture.
The research analyzed over 400 hours of footage across nine days, tracking more than 200 campaigns and collecting over 12,000 real-time biometric ad views from 300 participants. Amplified Founder and CEO Professor Karen Nelson-Field stated that the data reveals how digital out-of-home functions as an efficient anchor in modern media plans.
“What stands out in this study is the efficiency of DOOH,” Professor Nelson-Field stated according to the research release. “In many digital environments, we typically look for around 2.5 seconds of active attention to begin seeing an effect, particularly for memory. Here, DOOH begins to deliver measurable brand and sales outcomes at around one active second.”
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The study found that digital out-of-home formats maintain a substantial attention footprint, averaging 24.2 seconds across City of Sydney street furniture and 13.9 seconds across large-format roadside billboards, allowing passive attention to support active engagement.
Evaluating the Dual Commercial Effect on Sales and Memory
According to the study data, digital out-of-home advertising creates a dual commercial effect that simultaneously triggers immediate, short-term sales uplift while compounding long-term brand memory. QMS Chief Strategy Officer Christian Zavecz noted that the medium operates on a distinct attention model compared to standard digital placements.
“You don’t need 3 to 5 seconds of viewing, instead with DOOH all that is needed is just one active second on a high-impact DOOH screen and brands can deliver both immediate action and create long-term brand equity which is crucial for marketers to build great brands,” Christian Zavecz stated.
The research also highlights that creative effectiveness acts as a performance multiplier. Professor Nelson-Field pointed out that while good creative work earns a glance from consumers, strong and distinctive branding is necessary to secure brand equity.
“The study also reinforces that media and creative cannot be separated,” Professor Nelson-Field stated. “DOOH creates the opportunity for attention, but visible distinctiveness is what banks that attention into brand equity. Good creative earns the glance; strong branding ensures the brand gets the credit.”
Implications for Media Planners and Campaign Strategy
OMD Chief Planning Officer Thad King welcomed the second phase of research for its practical application in optimizing media mix and flighting.
“The value of this research isn’t simply proving that attention matters,” Thad King stated. “It’s helping us understand what kind of attention thresholds drive different outcomes across different environments, which is a meaningful shift for planners. Understanding how active and passive attention work together gives us a stronger foundation for designing more effective media experiences.”
By mapping attention behaviors across both pedestrian and driving routes, the findings provide advertisers with concrete metrics to refine site selection and creative execution. According to QMS, the research shifts attention metrics from standalone figures into practical planning tools for omnichannel campaigns.
Pro Tip for Campaign Planners
When planning digital out-of-home campaigns, coordinate site selection, time-in-view metrics, and distinctive creative assets simultaneously. Aligning these elements ensures that short active glances successfully translate into long-term brand equity and immediate sales response.
Frequently Asked Questions
How much active attention does digital out-of-home advertising require?
According to QMS and Amplified research, digital out-of-home displays can generate measurable brand equity and sales responses with approximately one second of active attention.
How does DOOH compare to traditional digital channels regarding attention thresholds?
Traditional digital channels typically require an active attention exposure threshold of about 2.5 seconds to register an impact, whereas digital out-of-home achieves positive outcomes at around one active second.
What is the average time-in-view for digital out-of-home assets?
The study recorded an average time-in-view of 24.2 seconds across City of Sydney street furniture and 13.9 seconds across large-format roadside billboards.
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